Meninjau Hubungan Antara Penggunaan Media Sosial dan Orientasi Pasar Terhadap Kinerja Bisnis Sektor UMKM
Abstract
Pada era digitalisasi saat ini, strategi pemasaran pada sektor UMKM dituntut untuk beradaptasi dengan cepat sesuai dengan perkembangan teknologi dan kebutuhan konsumen yang semakin kompleks. Marketing digital menjadi suatu hal yang wajib dari tahun ke tahun baik oleh perusahaan mikro, kecil maupun perusahaan besar. Salah satu cara untuk beradaptasi dan mengembangkan bisnis yang saat ini sedang popular adalah dengan penggunaan content marketing berbasis media sosial dan orientasi pasar. Tujuan utama penelitian mengetahui pengaruh peran media sosial dan orientasi pasar terhadap kinerja bisnis sektor UMKM yang ada di Kota Pematangsiantar. Penelitian ini menggunakan desain penelitian kepustakaan dan lapangan dengan pendekatan kuantitatif kausalitas. Pengumpulan data di lapangan menggunakan dengan kuesioner yang diukur dengan beberapa pertanyaan terkait media sosial, orientasi pasar dan kinerja bisnis. Untuk analisis data menggunakan metode PLS-SEM dan teknik pengumpulan data memakai proportionate stratified random sampling, sehingga sampel dalam penelitian ini berjumlah 240 responden. Hasil penelitian menunjukkan media sosial dan orientasi pasar memiliki pengaruh yang signifikan terhadap kinerja bisnis UMKM di Kota Pematangsiantar.
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DOI: https://doi.org/10.32528/psneb.v0i0.5165
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